I'm not one that needs wine or beer at lunch or dinner. Though, I know some households that open a bottle of wine almost every evening meal.
Truth be told, I think alcohol consumption would plummet on a Viking ship if said drinks were with a package or by the glass/bottle. When TH says Viking is for the "thinking" crowd, sometimes I roll my eyes as the lectures are too basic, IMHO. But, I would say the crowd Viking attracts is not really the drink, smoke, and joke crowd either. I don't really envision the Viking crowd to be the ones that are on Viking one week and then down in Margaritaville the rest of the time trying to stay forever young and soaking up the sun.